The fear of something serious happening to some of our closest is inherent in most people. However, most people are a bit indifferent to learning first aid, as they don't think about anything happening to people around them. It's only when something happens that people realize the importance of first aid, but by then it's already too late. We found the insight that 6 out of 10 Norwegians think they know enough first aid, but that in reality only 1 out of 10 actually know enough to help in a critical situation.

The goal of the campaign was as follows:

a. Strengthen the attitude that first aid knowledge can be vital.

b. 5000 people sign for more knowledge of first aid.

The film is based on the "fail video" format. We see clips of real accidents, some painful, others just hilarious. Then, we see a little girl laughing and stuffing pieces of sausage into her mouth before she suddenly chokes. The kid who films calls for his dad, who comes rushing to help. The film is interactive and puts the viewer to the wall with three important questions while the dramatic scene unfolds in the background. Each of your answers affects the narrative of the film, and the girl is only saved if you answer all questions right. The end of the movie becomes even more dramatic if any of the answers are incorrect. The final poster urges you to sign up to learn first aid today. You are then sent to Red Cross' pages where you can sign up to learn first aid.

We made a microsite to function as a host for the film, so people could be able to interact with the film directly. Because we focused on shock effect and the "fail concept" we needed to have a different sender than the Red Cross to spread the film/link in social media. We got a few bloggers and influencers to start posting the movie May 2nd. We also managed to bring with us the best media partner in this campaign. NRK (Norwegian BBC) immediately liked the idea and gave us free space in virtually all surfaces May 2nd.

The film spread almost entirely through organic shares on Facebook, and within a day over 100.000 people had clicked on and watched the entire film. Over the next few days it was covered in national news outlets, by international press and even shared by the Norwegian princess Martha Louise.